For their "Tastes Like Happy" campaign, Yellow
Tail wine has launched a contest, asking fans to shoot and share six-second
videos of what makes them happy. The
videos posted on Instagram or Twitter need to be tagged #tasteslikehappy and
#yellowtailwineus or uploaded to the contest site by November 28, 2018. And participants need to follow Yellow Tail
on social media.
The grand winner will get a travel voucher worth
$15,000 for a trip for two to a place anywhere in the world. But, they will have to agree to share moments
from the trip with the brand's 1.3 million social media fans.
The plan is to incorporate up to four seconds of
consumer generated video, from two of the six- second entries, in the Yellow Tail
Super Bowl ad. The videos will also be
showcased on the contest site.
Interestingly the brand cannot actually run
nationally on the Super Bowl as Anheuser-Busch has exclusive rights in the
alcoholic beverage category. But they
intend to execute a work around - running their commercial in 80 local markets
during the game.
Yellow Tail will also be running ads during January
and February on iHeart Radio, YouTube and Buzzfeed. And the campaign will include PR, in-store promotions,
local activations and social sharing as well. (Lukovitz, 2018)
So what do you think of user generated video? Do you watch more YouTube than Netflix? Have you ever participated in a user
generated video contest? Will you
participate in this one? Assuming you
don't participate, will this approach make you more likely to drink Yellow
Tail? Why or why not?
5 comments:
I believe the UGC campaign is one of the most important campaigns in social media. The UGC campaign makes use of not only the social media platforms but also the world-of-mouth principle. There are several benefits of UGC campaign. First, the cost of the UGC campaign is flexible. The basic UGC campaign could be a hashtag on Twitter which is free, but the UGC video on TV could be very expensive. Second, the UGC campaign engages customers to provide feedback about products. Third, people who join the UGC campaign on social media would have a referral effect to their friends on social media. A successful UGC campaign increase it’s not only sales but also brand awareness.
I have never joined UG video contest because I know the award of the contest is a bite or even not existing. However, I have joined a UGC campaign for my favorite online game. It is because I have loved that game, which is the most important reason, and I can get the visual award from the game immediately.
The UGC campaign of Yellow Tail was very successful. The article mentions that: “The initial 2017 Super Bowl campaign generated Yellow Tail’s “strongest sales in years,” and the 2018 outing produced “similar success,” according to the brand’s press release.”
I believe that the UGC campaign of Yellow Tails was very successful due to two reasons. First, the video ad of Yellow Tails was very emotional and attractive. Second, the product of Yellow Tails is wine, which is a great product to share with friends! When people have a good time with friends, they tend to take photos and share the photos on their social media. People would like to share their wonderful time with their friends. And if your friend shares several photos about the party you joined yesterday, you are likely to share some interesting photos too. What’s more, people drink wine at the party. When we have a happy time with friends at a party, we are likely to drink some alcohol like wine. Thus, the tag #tasteslikehappy is a very successful tag which could remind people about their happy time at the party.
Guo Yu
I believe that the user generated video makes use of the social proofing persuasion tactic because it displays the company's popularity and showcases the real people that use that product. Being on the older end of the GenZ spectrum, I don't really watch youtube during my free time and I feel that UGC videos would be more effective marketing on sites such as facebook and instagram rather than youtube, a platform that is even more popular among Genz kids.
I personally have never participated in a UGC video contest because I know how low my chances are at winning anything and I usually never care about a product enough to put in the effort of putting a video together for a contest.
I do think that using UGC video content in their ads is a very effective technique because on the one hand, by using real people in their ads that represent their target market, other people within that segment will be able to relate to the other users of the Yellow Tail product. It is relating to their target's emotions by ultimately telling their market that they understand their needs and are willing to fulfill them. On the other hand, the contest is a great way to get people involved with the Yellow Tail product. Since millenials are more interested in spending money on experiences rather than material items, you would think that they would want to participate in the opportunity to get a free vacation. Overall, I do believe that this campaign would make me want to drunk Yellow Tail wine because it uses real people to promote their product rather than actors. They are promoting honesty and transparency in their advertising and it makes it more believable that other people actually like their wine.
I think user generated content has many different directions, some of which I love. For example, reviews on YouTube is something I love to watch. Although I definitely don't watch more YouTube than Netflix, as I usually only watch UGC YouTube videos when I'm planning on buying a new product. I have not participated in a UGC and will not participate in this one. Posting a video of what makes me happy is a little out there for me, although a sweet thought, I don't think I would be comfortable doing that. I'm also very sceptic to competitions like this, sceptic because I know that the odds of me winning are minimal. That being said, I think it's a great idea and will get consumers more involved with the brand and actually put in some effort instead of joining a raffle or something similar. I don't think I will be more inclined to drink Yellow Tail.. I think it's a cute idea and the end product might change my mind, but no, right now I'm not urged to try their product.
Companies in the contemporary corporate environment are increasingly investing in marketing strategies that are considerably at variance with traditional alternatives. The option of using user-generated videos is a highly effective way of marketing a firm's products. Notably, unlike professional videos, conventional consumers who often do not have a background in marketing and who are not necessarily interested in manipulating the video’s content prepare user-generated videos. Furthermore, user-generated videos tend to be relatively inexpensive in addition to appearing more real and convincing as compared to those that are shot by professionals. Personally, I have encountered various examples of user-generated videos, which I believe may have influenced the choices of many consumers.
I also tend to watch YouTube more as compared to Netflix as the former allows me to access content that has been prepared by consumers who do not rely on traditional marketing tactics. However, I am yet to participate in a user-generated video contest. I would not mind taking part in the competition organized by Yellow Tail. I find the idea to be exciting and an opportunity to take part in the marketing of a company's product, albeit in an indirect and unconventional manner. I will, therefore, take part in the contest by joining my fellow consumers in uploading videos showing some of my happiest moments.
Nevertheless, even if I do not manage to participate, I believe that the strategy will convince many consumers, including me, to purchase Yellow Tail’s products. The company plans to use an approach that would allow it to demonstrate to consumers that it is keen on helping them to achieve happiness even if it does not necessarily involve using its products. I believe that such an approach further augments the strength of user-generated videos as a marketing strategy.
Xinhang Li (Elsie)
User Generated Content (UGC) is an effective way of marketing a company’s product. It is likely to influence a big percentage of consumers’ decision to buy a product as compared to other mediums like emails or search engine results. It is an effective way because the content related to the brand is produced by customers after having a good experience with the brand. People will most likely believe the consumers experience with the brand and are likely to try it out.
I watch more videos than Netflix especially when I am looking for certain products. I do not think I will participate in this context because genuinely I would not like to be featured by the brand. However, even if I participate or not, chances are that I might watch the video after the whole process is done and based on the context, the video is going to be a success. This is because the video will most likely drive more business to Yellow Tail Wine. The moments of happiness captured by the winners will be featured in the video and such moments will evoke a feeling of happiness. This means the brand will be associated with happy customers. It is likely that the video will be shared and will also engage consumers. The result will be a success story since the brand will attract more clients.
Yue Feng
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